Social Media Marketing and Consumer Purchase of Selected Ladies Body Spray in Uyo Metropolis: Evidence from Confetti, Karis and Riggs Brands

The increasing use of social media platforms such as Facebook, Instagram, TikTok, and WhatsApp has transformed the way businesses communicate with consumers and promote beauty and personal care products. Despite this, patronage of certain brands on social media platform has been low. This necessitated this study which examined the influence of social media marketing on consumer purchase of ladies’ body sprays (Confetti, Karis, and Riggs) in Uyo Metropolis, Akwa Ibom State, Nigeria. Specifically, the study investigated the influence of social media advertising, influencer marketing, electronic word-of-mouth, and promotional content on consumers’ purchase decisions. A descriptive survey research design was adopted for the study. The target population comprised female consumers of ladies’ body sprays in selected areas of Uyo Metropolis. A sample size of 200 respondents was selected using simple random sampling techniques. Data were collected through structured questionnaires and analyzed using descriptive statistics, including frequencies, percentages, and mean scores, while chi-square statistics were used to test the hypotheses at the 0.05 level of significance. The findings revealed that social media marketing significantly influences consumers’ awareness, product preference, purchase intention, and actual purchase of Confetti, Karis, and Riggs body sprays. The study further established that attractive promotional content, influencer recommendations, positive online reviews, and regular brand engagement enhance consumer confidence and encourage repeat purchases. The study concluded that social media marketing is an effective marketing strategy that shapes consumer behaviour and strengthens brand patronage within the beauty and cosmetics industry. The study recommended that marketers of ladies’ body sprays should invest in engaging social media campaigns, collaborate with credible influencers, encourage customer reviews, and provide consistent online interaction to improve brand visibility, customer loyalty, and sales performance.